Chevrolet and GMC Truck Mania launches, celebrating record sales performance and shifting customer demand

General Motors is spotlighting the evolving face of truck ownership in the Middle East as it celebrates a growing market share among its Chevrolet and GMC pickup lineup with a sales rise of 18% yoy, unveiling an emerging demographic amongst youth and women as it marks the launch of Chevrolet and GMC Truck Mania.

With hot offers on the popular Chevrolet Silverado, GMC Sierra, GMC Canyon and all-electric GMC HUMMER SUT*, Truck Mania will be live across showrooms in the UAE, KSA, Kuwait, Oman and Qatar from 13 August to 13 September, with immersive product experiences.

During Truck Mania, customers can expect tailored test drives for road and all-terrain, personalized consultations, and seasonal value offers designed to get them behind the wheel in time for the region’s most active months outdoors.

GM’s truck portfolio continues to resonate deeply among GCC nationals—particularly from Saudi Arabia and the UAE. Among younger Emiratis aged 20–29, the GMC Sierra has emerged as a top choice for first-time buyers, reflecting a generational shift in preferences. Meanwhile, the Chevrolet Silverado sees robust repeat purchases from Saudi owners aged 30–50, underscoring its enduring appeal and reliability. 

Furrukh Jawaid, Chief Marketing Officer at General Motors Africa and Middle East, said: “Off-roading in the Gulf is a rite of passage as youth begin to adopt the lifestyles of their parents, the desert becomes more than terrain and an adrenaline rush. It becomes a tradition. This is evident in the trends we are seeing of youth reaching 20 to 35% of our customer base in the last few years. Therefore, Truck Mania is bringing GM’s most capable trucks to the forefront with compelling offers and experiences that reflect the evolving expectations of today’s customers.”

Arab youth and women growing pickup loyalty 

While male ownership remains dominant, female ownership is steadily rising signaling a broader cultural embrace of the segment. Over the past three years, female interest and ownership in full-size pickups has more than doubled, driven by increasing demand for safety features, elevated driving positions, flexible utility, and bold design.

In 2024 alone, women accounted for 9% of all GM truck buyers in the GCC, a notable increase from previous years. Kuwait leads the region with 13% of all female truck owners in GM’s portfolio, followed by the UAE at 9%, and Qatar at 7%. A third of GMC Sierra owners in the UAE are middle-aged Emirati women (ages 30–49), and there has been a 50% year-over-year increase in ownership among Emirati women aged 20–29. For Chevrolet Silverado, 19% of repeat female customers are over 30, with the majority in the middle-aged Kuwaiti segment.

Rohan Fernandes, Managing Director of Commercial Operations at General Motors Africa and Middle East, added, “The growing demand for our world-class pickups from Chevrolet and GMC are visible as we witnessed a surging market share in the first half of 2025 of over 46% as we continue to empower more customers across the Gulf to take up off-roading, road-tripping adventures, reconnecting with the outdoors or making use of its capabilities for day-to-day needs. Pickups have grown beyond their traditional role as workhorses to become expressions of style, performance and heritage. Even off-roading has shifted from a practical skill to a deeply-rooted pastime.”

The 2025 Chevrolet Silverado**

Built for strength, adventure and personalization, the Silverado offers a wide range of trims to suit different drivers and terrains — from the everyday capability of the LT to the sporty RST, the off-road-ready Trail Boss and the performance-driven ZR2. Each trim is designed to meet a specific need while delivering signature Silverado power and confidence. 

The 2025 GMC Sierra**

GMC is also celebrating its own high-performance milestones during Truck Mania. The GMC Sierra — a truck built to deliver professional-grade capability without compromising comfort — continues to resonate with customers who want premium features, advanced tech and trail-tested strength. Models like the Sierra Denali and AT4 lead this charge, combining power with refinement, and proving that capability and craftsmanship can go hand in hand.

The 2025 GMC Canyon AT4X**

Truck Mania also showcases the Canyon, GMC’s midsize truck designed for control, agility and adventure. Built for drivers who demand capability without compromise, the Canyon is ideal for tackling both urban and off-road environments. 

The 2025 GMC HUMMER EV SUT**

For those seeking the cutting edge of electric performance, the HUMMER EV pickup offers up to 1,000 horsepower, zero tailpipe emissions, and segment-defining features like CrabWalk and Watts to Freedom — now available in connected markets across the UAE, KSA, Kuwait and Bahrain.

Whether you’re towing gear into the mountains, heading off-road into the desert, or simply upgrading your daily drive, Truck Mania offers a once-a-year opportunity to experience the power and possibilities of GM trucks across both Chevrolet and GMC.

* GMC HUMMER EV is only available in OnStar connected markets. 

** All models feature Google Built-In, Apple CarPlay, Android Auto, and available Wi-Fi. Chevrolet offers a three-year or 100,000 km warranty, while GMC offers a warranty up to five years or 100,000 kms along with a five-year service package on Denali.